Learn how to use Facebook advertising to achieve your internet marketing goals. Areas covered include: - Facebook account basics - Defining advertising goals - Creating Facebook ads - Using effective landing pages - Reporting & optimising - Hot tips

1. FACEBOOK ADVERTISING
e-CBD EDUCATIONAL WORKSHOP

2. Facebook Advertising Agenda
1 Facebook Account Basics
2 Facebook Ads: Creative & Landing Pages
3 Reporting and Optimising Ads
4 Hot Tips

3. FACEBOOK ACCOUNT BASICS
Getting social + advertising

4. Facebook & Your Business

5. Setting up: What you’ll need
E-mail Address: someonesname@yourdomain.com (run ads
from your current business facebook page – have you got
one? Have you got a custom tab?)
Best to run ads for different businesses on separate accounts
as poor CTR on campaigns can effect your CPC on other
campaigns.
Password: use a secure password - f@ceb00kad5
Time zone: AU - Sydney
Billings: AUD

6. Types of Facebook Ads
1. Page Post Ads: Takes fans to one of your posts from your Facebook page. People can
like pages directly from ads.
2. Website Ads: Takes people to a page on your website (external URL).
3. Facebook Tab Ads: Custom ad which takes fans to a tab on your Facebook Page.
4. Event Ads: Promotes an event, e.g.. Sales, product promotion, educational workshop,
trade show or any other event requiring an RSVP. When a person RSVPs there will be
a notice in their newsfeed.
5. Sponsored stories: Take social content and turn it into a marketing story e.g. Like ads,
check-ins, page post like story.
6. Polling Ads: Start interaction with Facebook users by conducting a poll. This creates a
news story on the advertisers page as well as a story in the newsfeeds of those who
like the companies page.
7. Application Ads: Allows users to see when others use/share your app or allows you to
promote you app with a direct ad.
8. Gift Ads: Only available to qualified advertisers
9. Comment Ads: Only available to qualified advertisers
10. Video Ads: Only available to qualified advertisers with a monthly budget of over
$30K.
11. Hybrid engagement ads: only available to qualified advertisers

7. Facebook ads you might use
Like Ads Sponsored Stories Direct Ads

8. Facebook Advertising Steps
1 Define Your Goals for Advertising
2 Create GREAT Landing Pages & Ads
3 Define Your Target Audience
4 Pick & Manage Your Budget
5 Review, Test & Optimise

9. What are your Goals?
• Leads
• Sales
• Likes
• Branding
• Page Post Views
• Other? (Waste Money on Advertising)

10. CREATING FACEBOOK ADS
The Guide to Facebook Ads That Perform

11. What You Need
1. Define Your Target Audience
2. Destination Page (Landing Page)
3. Enticing Headings
4. Enticing/Eye Catching Image*
5. Well Crafted Body Text*
6. Choose Your Budget & Bid Price
*It’s definitely worth reading the Facebook Advertising guideline:
https://www.facebook.com/ad_guidelines.php
† Also good to check out:
https://www.facebook.com/ads/best_practices.php/

12. Me!
TARGET AUDIENCE
Who’s part of the crowd you’re trying to reach?

13. Target Audience: Geography

14. Target Audience: Demographics
Hey! You can run ads for
different age groups and
genders more effectively by
using your responder report.

15. Target Audience: Interests
Interests can really help
businesses find their clients.
Start thinking of your clients
interests and ways you can
reach out using a Facebook Ad.
Interest specific promotions are
an excellent way to connect.
iPhones Sport Rugby League

16. Advanced Demographics
• Very useful for particular products and services. e.g. A hairdressing
business could target engaged women and offer a wedding special.

17. Social Connections
• Used for sponsored stories – Like ads, page post ads, polls etc.
• Good for creating hyper targeted ads for fans and non-fans of your
brand.

18. USING A LANDING PAGE
Or, how not to throw away money $$

19. BUT WHY?
• 25% - 200% Increase In Conversions
• Strong Message Match – Less bounced traffic
• Focus and Simplicity – makes it easy for the visitor to
complete the MDA (most desirable actions)
• Less Interaction Points – avoids “wandering”

20. LANDING PAGE – HUH?

21. LANDING PAGE – BETTER.

22. LANDING PAGE – VERY NICE

23. “THE MILTON”

24. USE THE RIGHT IMAGE
A guide to enticing the click

25. A PICTURE’S WORTH A ... YOU GET IT

26. “Ads may not be shocking, sensational or disrespectful, or
portray ...”

27. THE POPULAR KIDS ...
0.058% 0.026% 0.029%
Meg Dillon The Gang
0.007% 0.021% 0.061%
Rachel Felicity “Like” Ad

28. Eyes itchy? Finding it hard to concentrate?
Avoid Ad Fatigue
Rule of thumb: Refresh your ad images
when that ad generates impressions
that are 3x your target audience size
OR
Every 10 - 12 days

29. Facebook Ads: Image Tips
• Images should be 110px x 80px and saves in .png format for the cleanest
looking images
• Use images that are not copyrighted and/or you have permission to use.
• Images which evoke some sort of emotional response but are not “shocking”
(see Facebook Advertising guidelines)
• Images that seem to perform best: Happy women, colorful logos and
headshots.
• If your image looks boring and you don’t have anything else: pick up a camera
and take a photo.
• For service industry, using photos of the team and creating a feeling of “trust”
can really work too.
• Bottom line: try out a couple of different images and see what works best.

30. READING FACEBOOK STATISTICS
How not to become a Facebook advertising statistic

31. Types of Facebook Reports
• Performance
• Responder
• Conversion by Impression Time (time taken to convert after
impression)
• Inline Interactions (people who interacted with your ads
directly and did not come to you page)
The most common reports you will look at are the
performance and the responder reports.

32. Generating a Report

33. Performance Report

34. Responder Report

35. Stats in a Hat: The Easiest Stats
Potential Reach: As “Likes”
516,180 increase the
audience widens
CTR for Direct Ads:
Poor: 0.014%
Average: 0.026%
Excellent: 0.050%

36. THE JUICY STUFF
Hints and Tips to rock your Facebook Advertising World

37. TRY ASKING QUESTIONS
• The more question marks there
are in an ad, the higher the CTR is.
• Having a question in the title can
also provide a slight boost. (1%)
• Don’t overdo it though! If it
doesn’t make sense to have a
question, just leave it out.

38. INCLUDE A TIME PROMPTS
• Encourage users to act
immediately.
• Words like “now” or “today”
and phrases like “limited time”
can help emphasize the
importance of taking action.

39. EMPHASIZE DISCOUNTS AND FREE OFFERS
Everyone likes free/cheap things, so
highlight this in the ad text.
Try using words like:
Free
Discount
Promotional
Trial
Complimentary

40. Bidding Hints & Tips
• Higher Bid = Higher CTR = Lower CPC.
• Try to bid as high as you budget allows and then try backing
off as you CPC drops.
• Check and adjust bids on a daily or 2nd day basis for
maximum performance.
• Use CTR rates to guide you to raise your bids.
• The more specific your targeting the more expensive bids
can become.

41. General Hints and Tips
• Try a mix of sponsored stories, like ads and general direct
ads.
• Instead of a direct ad, try using a page post ad for a
promotion. This often promotes more interaction, a viral
type effect and feels less like an ad.
• Be clear about what you’re advertising – don’t be too tricky.
• Fit the essentials into the written content area – what do
you need to say NOT what you would like to say.
• Use your ad copy to target your audience further where
possible e.g. Location specific details “On the Gold Coast”.
They’ll feel like you’re communicating to them.

42. Photo: Keith Burtis
THE FACEBOOK AUCTION SYSTEM
Why you pay the price you pay for clicks.

43. Factors influencing bid prices
Competition with other
Ad performance advertisers and inventory
Marketplace
(High CTR for CPC available
Ads)
Relevancy
Quality
User feedback (small X next
the ad or button)

44. QUESTIONS TIME
Anyone?